The live shopping shows generate very good direct sales for OTTO. But another important benefit is customer loyalty: "By interacting with the presenter and the product experts, we create a real connection between the brand and customers."

With an average of 20,000 viewers – and even up to 140,000 viewers on special occasions – the high level of interaction can also be seen from the amount of chat messages: During the live shows, OTTO receives up to 4,000 messages, ranging from greetings and product questions to recommendations. This interaction underlines the viewers' engagement with the shown products.

Thanks to AI-based moderation support in the live chat of the OTTO shows, the numerous enquiries can also be answered automatically: Viewers receive the desired product information quickly, while the show moderator can continue to answer selected questions live on camera.

Many customers watch the shows not only live, but also in replay when they are looking for inspiration in the thematically organised media library. This generates additional traffic and longer watch times – not least because the videos are also embedded directly on the product detail pages (PDPs) and show the items live in action.

In addition to announcing the shows on its website, OTTO uses social media as well as communication based on interest and affinity: Before each live shopping show, the online retailer sends out target group-based push notifications. 

With around 17 million items in the online shop, live shopping offers OTTO the opportunity to curate the product range for customers and highlight specific topics or brands. Those brands not only experience an increase in purchases of the products shown during the live shows, but also benefit from increased page views and sales of their brand in the following weeks.

New formats are also being tested: OTTO is the first online retailer in Germany with its own Apple TV app and brings live shows and shoppable videos to your TV at home with the help of MOVEX | Live Shopping.

And OTTO is also one of the first to be included in the German launch of Apple Vision Pro: with the "OTTO Live Shopping for Apple Vision Pro" app developed especially for the augmented reality (AR) experience – supported  by the MOVEX | Live Shopping software – customers can experience numerous products in 3D right before their eyes before they buy them.